Our ads shall be youthful, light-veined and cheeky, unlike conventional bank ads: Federal Bank Deputy VP (Marketing & Investor Relations)

As Federal Bank lays out a 360-degree communication campaign to promote its flagship products, Rajanarayanan N tells us more about it

e4m by Akshata R Murthy
Updated: Aug 21, 2017 8:11 AM

This financial year, Federal Bank has come up with a 360-degree campaign to further popularise the brand’s reach and recall. The campaign speaks of the bank’s flagship products in a creative and contemporary manner. The bank intends to create desire with the theme-question, ‘Why Settle for Less?’ 


Ogilvy & Mather developed the theme and storyboard for the ads, with each talking about the products being launched – home loan, car loan, salary accounts, SME business loan and Fedbook Selfie.  


In each of the videos, there are two contrasting situations shown. The first one is that of a person who doesn’t have a Federal Bank account and the following part being that of a man with a Federal Bank account, which obviously makes him cooler and happier with all the benefits being mentioned against a signature tune playing in the background. 


Commenting on this new campaign, Rajanarayanan N, Deputy Vice President (Marketing & Investor Relations), Federal Bank, said, “The objective of the campaign is to reinforce to our target market, with an accent on those who are young in spirit, that we are a full spectrum Bank which is both humane and yet digitally ahead. We would like to make a mention of the mood and theme of our campaign. We are sharply conveying a fun-filled, confident and assertive manner and for sure we believe we have succeeded in doing exactly that through our TVCs and the entire campaign. Our tagline is ‘Your Perfect Banking Partner’ while our digital ethos is ‘Digital at the fore and human at the core.’ Our campaign tries to convey both of these in a humorous and distinct way.”


Speaking of the feedback received so far, Rajanarayanan said, “The feedback so far has been very encouraging – right from reactions from the audience to business volumes.”


“As part of the larger strategy, we had agreed upon early on with our Agency, M/s Ogilvy and Mather, that the theme and treatment of our Ad films shall be playful, youthful, light-veined and cheeky, unlike conventional Bank Ads. This has helped differentiate our Ads from the rest of the Banking Industry Ads and has succeeded in breaking free from the clutter. While choosing the media mix also, our only criterion was that it should reach at least 80% of our target market several times during the campaign period. This strategy has helped us outshout amidst the high decibel din of the market,” added Rajanarayanan while speaking about the marketing strategy of this campaign.

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